The “Laurenta Olive Oil” project is rooted in more than a century of family olive-growing tradition. Its story begins in a karst landscape that preserves traces of life dating back millions of years. Fossil foraminifera from the genera Nummulites and Alveolina, characteristic of the area, served as the starting point for the label design.
At the centre of the label is an olive tree, with fossils from the soil in which it grows depicted within its trunk. Lines rise from the roots, travel through the trunk and branch out towards the crown, ending in golden fruit and visually tracing the journey from the soil, through the tree, to the olive.
This single image brings together worlds separated by time and ideas: the geological past and the living landscape, centuries-old tradition and a contemporary scientific approach to olive growing. The identity of “Laurenta Olive Oil” emerges from the friction between them. The past is not preserved as something static, but brought into dialogue with new knowledge, methods and technologies to create something new.
The label condenses this complex process into one clear symbol: a tree that simultaneously carries the history of the soil, the present landscape and the fruit of the future.